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All Journal SENADA : Semangat Nasional Dalam Mengabdi Servitia: Journal of Community Service and Engagement Ascendia: Journal of Economic and Business Advancement
Melyona Zenia Rabbil
Politeknik Bina Madani
Humanities Economics, Econometrics & Finance Education Social Sciences Transportation Other

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Pelatihan pemeliharaan Media Sosial Subang International Hotel Institute Melyona Zenia Rabbil; Azhari Amri; Topan Dewa Gugat; Ravega Akmal
SENADA : Semangat Nasional Dalam Mengabdi Vol. 3 No. 1 (2022): SENADA : Semangat Nasional Dalam Mengabdi
Publisher : Politeknik Bina Madani

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56881/senada.v3i1.142

Abstract

Pelatihan Maintenance Media Sosial di Subang International Hotel Institute (SIHI) bertujuan untuk meningkatkan pemahaman dan keterampilan para staf dan tenaga pemasaran di SIHI dalam memanfaatkan media sosial secara efektif untuk meningkatkan jumlah pendaftaran mahasiswa baru (PMB). Dalam era digital ini, media sosial memiliki peran krusial dalam upaya pemasaran dan promosi institusi pendidikan, termasuk perguruan tinggi. Pelatihan ini akan menyajikan berbagai strategi dan praktik terbaik dalam menggunakan media sosial untuk menarik minat calon mahasiswa, meningkatkan awareness tentang program dan fasilitas yang ditawarkan oleh SIHI, serta memperkuat citra dan reputasi perguruan tinggi. Para peserta akan dibekali dengan pengetahuan tentang analisis target audiens, jenis konten yang relevan dan menarik, penggunaan alat-alat analitik untuk mengukur kinerja kampanye, serta cara berinteraksi secara efektif dengan calon mahasiswa melalui platform media sosial. Pelatihan ini akan menggabungkan metode presentasi, diskusi interaktif, studi kasus, dan sesi latihan praktis. Dengan demikian, peserta akan dapat mengembangkan rencana pemasaran digital yang khusus sesuai dengan kebutuhan dan karakteristik SIHI, serta mampu mengoptimalkan potensi media sosial sebagai alat untuk meningkatkan PMB.
Membangun Strategi Promosi Melalui Media Sosial Tiktok pada UMKM Smoothies Pasmaling Leni Sugiyanti; Rendy Permana; Melyona Zenia Rabbil; Anna Fajarwaty; Ellynawati Ellynawati; David Chandrawan; Tegar Dwi Hendrawan
Journal of Community Service and Engagement Vol 1 No 2 (2026): February: Servitia: Journal of Community Service and Engagement
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/fmwz2n40

Abstract

This study examines the implementation of a TikTok-based promotional strategy for a small and medium enterprise (SME), Smoothies PasMaling, within the context of community engagement activities. Employing a qualitative participatory approach, the program involved intensive mentoring, direct observation, and iterative content development to enhance digital marketing capabilities. The findings reveal that structured visual content emphasizing product authenticity effectively attracts audience attention, while the integration of operational information such as location and schedule improves accessibility and consumer interaction. The study further identifies a significant increase in audience engagement, including active communication and user-generated responses, which contributes to the formation of positive electronic word of mouth. These dynamics translate into measurable business outcomes, including increased sales volume, broader market reach, and improved customer loyalty. In addition, the intervention strengthens the partner’s capacity to independently manage digital marketing strategies. The study highlights the importance of aligning creative content, interactive communication, and data-driven adaptation in developing sustainable digital promotion strategies for SMEs in the platform-based economy.  
Pengaruh Pengembangan Strategi Marketing Terhadap Peningkatan Brand Awareness Pada Coffee Shop Era Cafe Rendy Permana; Melyona Zenia Rabbil; Niken Sandora
Journal of Economic and Business Advancement Vol. 1 No. 4 (2026): June: Ascendia: Journal of Economic and Business Advancement
Publisher : CV SCRIPTA INTELEKTUAL MANDIRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65310/ad2nea09

Abstract

This study examines the effect of marketing strategy development on brand awareness improvement at Era Cafe using a quantitative empirical approach within a descriptive-causal framework. Data were collected from consumers who interacted with the café through direct visits and digital platforms, employing structured questionnaires and supported by secondary data from social media activities. The findings indicate that the development of marketing strategies, particularly through product innovation, digital content consistency, and promotional attractiveness, plays a significant role in strengthening brand awareness. Furthermore, the results reveal that the impact extends beyond cognitive recognition toward behavioral outcomes, including customer loyalty, revisit intention, advocacy, and purchase decisions. This demonstrates that effective marketing strategies contribute not only to brand positioning but also to sustained consumer engagement and long-term business performance. These findings provide practical implications for business actors in designing strategic marketing initiatives that are both impactful and sustainable.  
Co-Authors Anna Fajarwaty Azhari Amri David Chandrawan Ellynawati Ellynawati Leni Sugiyanti Niken Sandora Ravega Akmal Rendy Permana Tegar Dwi Hendrawan Topan Dewa Gugat